Trusted by businesses, loved by developers.
The Ask.
Mailgun needed content that could speak to three very different audiences—developers, email marketers, and business leaders—without diluting its authority.
The mandate was twofold:
Educate readers on technical topics like email authentication, deliverability, and campaign optimization.
Make those topics engaging enough to drive measurable growth across blog, social, newsletters, and webinars.
In short: turn complex infrastructure into compelling content.
The Challenge.
Email infrastructure isn’t inherently sexy.
Topics like DKIM, SPF, DMARC, and SMTP ports are critical, but dense. Meanwhile, the content landscape was saturated with highly technical explainers that alienated non-developers.
Performance data revealed clear opportunities:
Blog posts needed to perform well in traffic and engagement.
Social content needed to convert.
Newsletters needed consistent click-through momentum.
The brand had expertise. It needed clarity—and personality.
The Insight.
Authority doesn’t require complexity.
If we could translate technical depth into practical, actionable guidance—without oversimplifying—we could expand our reach while strengthening trust.
The strategy: teach like an expert, write like a human.
My Solution.
I led content strategy and execution across owned channels, aligning SEO, voice, and conversion goals.
Content Revitalization:
Audited the top 10–20 blog posts.
Rewrote headlines, meta descriptions, and on-page copy for SEO performance and clarity.
Updated tone to reflect a more modern, confident brand voice.
Technical Translation:
Reframed complex authentication and deliverability topics into structured, actionable guides.
Built content that developers respected and marketers could actually use.
Platform-Specific Social Strategy:
Developed tailored copy for LinkedIn, Facebook, and X.
Refreshed high-potential legacy content with stronger hooks and clearer value propositions.
Newsletter Optimization:
Redesigned newsletters to balance education with conversational tone.
Introduced light humor and stronger calls-to-action to increase click-through rates.
Webinar Promotion:
Crafted campaign messaging and teaser copy for events like Deliverability Academy: Bulk Sending for Black Friday and Cyber Monday.
Unified messaging across social and email to drive attendance.
Throughout, I stewarded Mailgun’s voice—expert but never elitist, technical but never inaccessible.
My Impact.
Year-over-year, content performance improved across channels:
Increased engagement
Higher-quality social interactions
Improved click-through rates
Stronger, more cohesive brand voice across touchpoints
More importantly, Mailgun’s content evolved from informative to influential—positioning the brand not just as a service provider, but as a trusted authority in email infrastructure.
